Winning strategy for MENA’s $60B beauty boom

Subscribe to our Jing Beauty to get the latest on China's world of beauty and wellness. Young Middle Eastern consumers are fueling a beauty boom as disposable incomes rise and self-care trends take hold. The region’s personal care sector is seeing unprecedented growth, particularly among Gen Z and millennial shoppers seeking premium products. “The Middle Eastern beauty market is thriving due to high spending power, urbanization, and rising disposable incomes,” Faiza Hussain, an award-winning cosmetics scientist specializing in safety assessments and toxicology, co-founder of NEX Skincare, and in-cosmetics Asia judge, tells Jing Daily. “A significant expatriate population, making up 80% of the region, also fuels demand for globally recognized brands known for efficacy and regulatory standards.” Global beauty giants L’Oréal, Shiseido, and Estée Lauder maintain a significant market presence prioritizing quality and R&D to meet consumer demand for fragrance and climate-adapted products. Asian players Florasis, AmorePacific, and Watsons are gaining ground, tapping into demand for natural and vegan formulations. Consumer preferences and retail trends One of the main drivers of this growth is the region’s young demographic. “With 55% of the population under 30, this tech-savvy group, particularly in the UAE and Saudi Arabia, is highly receptive to global beauty trends, and is willing to spend significantly on makeup and skincare,” Hussain says. Middle Eastern beauty ideals often differ from Western standards. Women in the region favor fuller lips, large eyes, and defined brows, leaning toward more dramatic makeup styles. Clare Varga, Director of Beauty at WGSN, describes these consumers as “highly ‘skintelligent,’” focusing on premium skincare, fragrances, and hybrid makeup products rooted in personal care rituals and heritage ingredients. “Their beauty choices are guided by cultural values, emphasizing elegance and tradition, with a preference for brands that deliver efficacy and respect for local customs,” she says. Today’s trends include hybrid skincare-makeup products and indulgent hair care routines emphasizing hydration. Fragrances featuring traditional regional scents are also popular, reflecting a preference for products that resonate culturally. Leading beauty categories The region has long maintained high standards for personal grooming, with a focus on fragrances, skincare, and haircare. Skincare, in particular, addresses hydration and sun protection due to the region’s hot climate. “High-coverage, long-lasting products that withstand the climate are essential,” Hussain says, noting that consumers seek brands prioritizing transparency and sustainability alongside sun protection and hydration. “In the Middle East, fragrance and haircare reign supreme, with color cosmetics and skincare close behind. Haircare rituals, such as hair oiling and treatments for hair growth, also remain essential. Body care routines are culturally significant as well, with bathing rituals, particularly Moroccan hammam practices, gaining popularity as TikTok fuels interest in these traditions,” says Mallory Huron, Director of Beauty and Wellness at trends forecast agency Fashion Snoops and in-cosmetics Asia speaker. Increasingly attentive to product ingredients and brand ethics, consumers in the Middle East favor brands blending luxury with cultural relevance. “There’s growing demand for halal-certified, clean, and sustainable beauty products, as well as indie brands that reflect local heritage,” adds Huron. Asian brands inbound “The Middle East, through its trade routes and regional assets, came into contact with inventions like kohl, rouge, fragrance, and face powders from areas like India, China, Egypt, and Southeast Asia long before Western countries knew of or embraced these products,” Huron tells Jing Daily. This heritage fosters a deep appreciation for beauty as essential to wellness, setting the stage for C-beauty brands like Florasis to gain traction. Known for its intricate packaging and cultural storytelling, Florasis recently entered the UAE market, presenting Asian beauty concepts through themed cultural events. From October this year until February 2025, Florasis is partnering with Dubai’s Emaar Hospitality Group to offer seasonal cultural exchange afternoon teas, combining Eastern aesthetics with the Palace Downtown Hotel’s tea experience. Special collections like the Embroidery and West Lake series will introduce Emirati consumers to the allure of East Asian beauty and the rich heritage of Chinese culture. Other Asian beauty brands are also establishing themselves in the Middle East. South Korean beauty conglomerate AmorePacific has expanded in the region through partnerships, and Watsons, the global beauty retailer, has made significant inroads into the Middle Eastern market. Their presence, alongside established Western brands, signals a highly competitive market that focuses on premium quality and accessibility. Navigating nuances Brands entering the Middle East must carefully navigate cultural preferences and regulatory requirements, which vary across the region. C-beauty brands, in particular, can find opportunities by aligning with the UAE’s demand for culturally resonant and affordable beauty products. “C-beauty brands have a good chance of succeeding, as Middle Eastern consumers are highly receptive to innovation,” says Hussain. She adds that building trust requires sensitivity to local values, certifications, and alignment with prevalent aesthetics. Digital engagement is also vital. “Middle Eastern consumers are very active on platforms like Instagram, Snapchat, and TikTok,” says Hussain. C-beauty brands can harness these platforms to create interactive content that educates, entertains, and addresses regional beauty concerns. The broader Middle East and Africa (MENA) beauty market, valued at over $46 billion, is forecast to reach $60 billion by 2025, with high purchasing power concentrated in the Gulf Cooperation Council (GCC) countries, including Saudi Arabia, the UAE, and Qatar. Brands ready to navigate local nuances and offer clean and halal-certified products are poised to capture a growing segment of the burgeoning luxury beauty market. For C-beauty brands like Florasis, the UAE presents an opportunity to engage with consumers on a cultural level. Their approach not only introduces new beauty products but also fosters cultural exchange, contributing to a more diverse beauty landscape in the Middle East.

Winning strategy for MENA’s $60B beauty boom

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Published October 30, 2024

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Winning strategy for MENA’s $60B beauty boom